22 Sep 2017
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Maxus launches mood-based planning tool ‘Kaleidoscope’

MUMBAI: Maxus India has launched ‘Maxus Kaleidoscope’, a unique mood-based planning tool.

Inspired by British physician Dr. Liz Miller’s mapping principle of defining one’s mood, this web-based tool will enable brands in India to align their communication basis the emotional and behavioral parameters of the audience.

The tool measures parameters such as ‘Share of Mood’, ‘Receptivity of Audience’ and ‘Appropriate Moment’ for engagement from a brand and audience perspective.

This is Maxus India’s second initiative on behavioural mapping, the first being Moribus.

The tool was launched by Lindsay Pattison, Global CEO, Maxus at a media round table with the entire Global Executive Committee, along with Ajit Varghese, CEO, Maxus APAC. The round table further discussed their vision for Maxus India in 2016 as well as how the domestic market contributes to the global brand.

The fundamental premise of ‘Maxus Kaleidoscope’ is that every decision of humankind is based on feelings. Different moods denote diverse feelings and reactions, making it important for brands to be sensitive in their messaging. Data on a brand’s share of mood and audience receptivity can help a marketing campaign reduce ad avoidance and wastage. Mood based audience segmentation has a greater probability of effective communication, vis a vis demographic segmentation.

Speaking to the media about the tool, Lindsay Pattison, Global CEO, Maxus said “With access to real time data, brands can move beyond demographics into behavior consumer profiling. Maxus Kaleidoscope is a first step towards mood and receptivity profiling, so brands have an insight on what their target consumer is feeling, and build their communication around a ‘mood’.”

Lindsay and the Global team also discussed India’s new initiatives, including Maxus India’s focus in 2016 on the trinity of data, digital and content. While IoTBLR Partnership and Metalworks form key components of the digital pillar, Moribus and Maxus Kaleidoscope are one of a kind tools that differentiate our data and analytics product. The content marketing pillar is an enabler that provides brands the opportunity for greater engagement with brands.

Commenting on India, Lindsay further added, “India is a benchmark market for us. In 2016, we are looking at a growth poised in double digits, fueled by innovation within the trinity of data, digital and content. India is one of those unique markets where traditional media and digital media are growing together. We are most excited about developments in mobile media and advertising, and have a lot to learn from this mobile-first market. Our focus in 2016 is to develop a diverse skillset that will be future ready for all our clients and brands.”
Recent initiatives by Maxus India

MetalWorks:

Maxus Metalworks is Maxus’ Innovation consulting unit. It partners with tech startups, universities, industry groups and artists to incubate promising ideas and research and help bring them to market. It works in the areas of wearables, connected devices and other emerging technologies. A strong start-up engagement practice, workshops for clients on creative technology, rapid prototyping etc. are key highlights.

IoTBLR partnership:

Maxus recently partnered with IoTBLR for pervasive computing. IoTBLR is the world’s largest IoT (Internet of Things) focused Meetup group.

IoTBLR was founded as an open community with a vision to grow awareness on IoT, empower individuals and organisations to build connected products, and create impact by leveraging pervasive computing solutions. Today IoTBLR has entrepreneurs, working professionals, students, researchers, investors, journalists, hobbyists, etc. as its members. Members can attend workshops/talks/hackathons, work together on IoT projects, share equipment and resources, build IoT solutions and startups, and generally stay updated about the latest developments in the connected world.

Change Planning:

Maxus has launched a new planning approach called Change Planning that is underpinned by advanced media planning techniques and powered by best-in-class data sources. The new, intuitive approach allows the agency to devise communication strategies that ensure brands succeed in today’s hugely changing and competitive environment.

Change Planning is built to be agile, compressing timelines and ensuring that robust strategy quickly leads to more compelling and effective executions. The Change Planning tool strips out the complexity that is inherent in many media agency planning approaches and is built around three core questions: Why are we doing this, How will this solve the problem, What are we going to make?

Change Planning is delivered via an open-source web-based platform, and leverages the power of the global Maxus network. It encourages collaboration and incorporates tools to bring client and agency partners together during the planning stages of the campaign. The tool uses localised and global data sources to provide a clear view of KPIs throughout the planning process.

The new approach has been embedded throughout Maxus and started with a training programme for staff across its 55 markets in September 2015.

MESH:

Maxus launched Maxus Mesh, a marketing command centre and dialogue engine, in partnership with Singapore-headquartered social media marketing firm Vocanic. Mesh enables Maxus to track brand health by reading environmental signals in real-time and offers actionable insights on earned, owned and paid media.

MESH offers combination of tool and analyst layer which helps reduce data noise, relevancy and accuracy. It can help solve key business challenges in five areas – complete 360 degree brand health tracking, content and digital asset management center, proactive marketing based on real-time trends & conditions, campaign planning & tracking across channels and crisis management, discovery, planning and execution.